The client: Allianz Home & Motor Insurance

Allianz Home & Motor Insurance operated a large-scale customer acquisition programme via outbound telemarketing using shared data from many affinity partners.

The objective: To identify the key drivers behind customer conversion and improve data performance across all affinities to produce higher customer conversion rates from fewer outbound calls.

The solution: The development of three separate propensity models for home insurance and three further models for motor insurance. Each consists of two bespoke affinity partner models for the top two ranking affinities, and one generic model for all remaining affinities. The models were developed based on overall conversion to sale and applied to all outbound prospect data to ensure maximum return in terms of policy sales achieved.

During a test period, by applying all six models the equivalent number of motor and home policies was sold by calling just 60% of the data.

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